Table 1.

Attributes and levels presented to respondents for each choice alternative

Attributea	Levela	This level is an option for a consultation…
		…at your local medical centre	…via the internet
How similar your consultation is to a traditional ‘face-to-face’ appointment	1. Exactly the same [FACETOFACE1] You have a face-to-face consultation in person. This either takes place at your local medical centre or at your home. You can see and hear the GP, and they can conduct a physical examination	✔	✘
	2. Very similar [FACETOFACE2] You have a consultation over the phone via video call. This could be via a mobile phone or via the internet (e.g. Skype). You can see and hear the GP, but they cannot conduct a physical examination	✔	✔
	3. Somewhat similar [FACETOFACE3] You have a consultation over the phone via voice call (i.e. no video). This could be via a landline, a mobile phone or the internet (e.g. Skype). You can hear the GP, but you cannot see them, and they cannot conduct a physical examination	✔	✔
	4. Not very similar [FACETOFACE4] Your consultation takes place via an instant messaging service. You cannot see or hear the GP, and they cannot conduct a physical examination	✘	✔
	5. Not similar at all [reference level—variable not labelled] You submit an electronic form describing your symptoms, then receive a response later by email. You cannot see or hear the GP, and they cannot conduct a physical examination	✘	✔
How long you wait for a consultation [TIME]	0.25 h (15 min)	✘	✔
	2 h	✘	✔
	6 h	✔	✔
	24 h	✔	✔
	72 h	✔	✘
	168 h (1 week)	✔	✘
The reputation of the GP	Two stars [REPUTATION1]	✔	✔
	Three stars [REPUTATION2]	✔	✔
	Four stars [REPUTATION3]	✔	✔
	Five stars [reference level—variable not labelled	✔	✔
Collecting your antibiotics	1. It is very convenient to collect the antibiotics that you have been prescribed [COLLECTION1] The antibiotics would be sent to you by post (next day delivery), either to your workplace or your home. You would not need to visit the pharmacy yourself	✘	✔
	2. It is somewhat convenient to collect the antibiotics that you have been prescribed [COLLECTION2] You would be given a paper prescription at your local medical centre. There is a pharmacy located in the same building as your local medical centre. You would be able to take your prescription to this pharmacy to collect your antibiotics	✔	✘
	3. It is somewhat inconvenient to collect the antibiotics that you have been prescribed [COLLECTION3]. Your prescription would be sent by email to a pharmacy of your choice at the end of your consultation. You would need to visit this pharmacy to collect your antibiotics. This pharmacy is not located in the same building as your local medical centre	✔	✔
	4. It is very inconvenient to collect the antibiotics that you have been prescribed [reference level—variable not labelled] You would be given a paper prescription at your local medical centre. There is not a pharmacy located in the same building as your local medical centre. You would have to take your prescription to a pharmacy at a different location to collect your antibiotics	✔	✘
The cost of the consultation [COST]	£0	✔	✔
	£15	✘	✔
	£30	✘	✔
	£45	✘	✔

^aThe label used for each attribute coefficient in the choice model is given in the format: [COEFFICIENT LABEL]. When this label appears in the ‘Attribute’ column, it indicates that this attribute was assumed to be linear and thus treated as a continuous variable in regression models. When the label appears in the ‘Level’ column, this indicates that this attribute was treated as an effects-coded categorical variable in regression models